Digital Marketing News April 18th 2018

11.1% of budget is spent on marketing, how does your business compare? (smartinsights.com)

Topics: Digital, digital marketing, marketing activities, response rate, average budget, Marketing forecasting Guide, % response rate Recommended resource, B2C and B2B sectors

It makes sense that marketing spend based on revenue and marketing spend assigned are close, not a hugely different as it shows how businesses are using revenue estimates to assign marketing and it shows the importance of marketing to businesses.

Across sectors, the research has found that marketing spend is mixed, but there are a number of industries that spend considerably more than others.

Digital marketing also dominates marketing spend across B2C and B2B sectors when compared to “traditional” marketing spend.

3 Ways to Improve Your Content With Digital Assistants (inc.com)

Topics: search engine, Google, potential customers, Microsoft, Amazon, creative ways, Digital, information needs

This is true of any content you produce: Audiences are turned off by promotion, and 79 percent of publication editors say the biggest problem with guest-contributed content is that it’s too promotional.

Users will say “Alexa, ask Cigna” or “Alexa, ask Lonely Planet” to prompt the skills, but Alexa doesn’t respond with insurance plans, book offers, or other promotional content.

These skills can be simple, like asking Alexa to give traffic updates, but many brands have found creative ways to utilize these skills to create connections with new customers.

8 Tips For Marketing to Millennials (cmswire.com)

Topics: online advertising, social media marketing, mobile marketing, digital marketing, marketing communications, marketing campaigns, customer loyalty, brand awareness

However before ditching current social media marketing campaigns, said Michael Price, social media director at Dallas-based Ansari, a data-driven marketing solutions provider, it’s important to note that the full impact of users deleting their Facebook profiles is currently unknown.

Your website content should be easy to digest; craft copy that can be skimmed and digested by young readers, who don’t have time or patience to read a whole wall of text, James Nuttall, content and outreach specialist, at UK-backed Cuuver, an insurance comparison website.

Sowndarya Kishore, content and social media manager at Dallas-based content marketing specialist Social Animal, shared that the use of social media influencers will become increasingly important for marketers that want to reach a targeted audience.

The Ultimate Guide to Marketing Interview Questions From HubSpot’s CMO (blog.hubspot.com)

Topics: Pinterest, blogging, Linkedin, Twitter, social media, search engines, online presence, content creation

They have a plan for forging consensus on what makes leads marketing-qualified versus sales-qualified, creating a shared Service Level Agreement with agreed-upon metrics, and using content at different points in the marketing and sales funnel to turn strangers into customers.

“Marketers are the lead generators and salespeople are the lead closers” isn’t necessarily wrong, but the candidate who ends his/her answer here might not be someone who can align both departments around a single, unified approach.

“Between videos, ebooks, blog articles, photos, podcasts, webinars, SlideShare, Facebook, Twitter, Linkedin, and Pinterest … there’s a lot of potential content our team should produce for inbound marketing.

Research on adoption of Account-based marketing (ABM) (smartinsights.com)

Topics: Canada, EMEA, previous years, APAC, Predictive analytics, LATAM, larger clients, SiriusDecisions

Sample: 200+ account-based marketing leaders from the U.S., EMEA, Canada, APAC and LATAM (mix of SiriusDecisions clients and non-clients), 57%

This week, I thought I’d take a look at the popularity of ABM since we have been getting a lot of interest in our recent series of articles on how to implement ABM by Daley Robinson.

The report doesn’t explain the details of spend, but a follow-up question show budget spend on marketing technology to support these activities:

What Startups Need to Include in Their Digital Marketing Strategy (startupnation.com)

Topics: search engine optimization, digital marketing, Earned media, social media platforms, blogging, social media, Yelp, content creation

From creating consumer personas to putting a focus on great writing everywhere from social media posts to guest articles, here’s a look at everything to cover on your starter guide for digital marketing.

When putting together your persona template, consider focusing on key demographics including age, location, profession and work-related goals and priorities, income levels, challenges that they are currently facing (and how your product or service can assist them), as well as what they like about your products or services.

Conduct audits on a regular basis to ensure that you’re doing more of what works for your business, and at the same time, scaling back on any content initiatives that aren’t providing a significant return on investment.

The 4 Ps of SEO & digital marketing – Search Engine Land (searchengineland.com)

Topics: lead generation, content marketing, Linkedin, digital marketing, search engine, online reputation, Direct mail, Google

However, when we spent some time analyzing SEO packages and SEO prices, we found some very different perspectives on what people were willing to pay — particularly when it came to small business SEO services.

The classic definition of marketing is simply “putting the right product in the right place, at the right price, at the right time.”

Yet, we also have to ensure the product and the price are right as well — after all, there will be a lot of competition on that search engine’s results page.